Bright Pink - Assess Your Risk - Copywriting

Too Good Strategy, an agency for philanthropists, nonprofits, and other change agents, revamped the Assess Your Risk tool for Bright Pink, the only national nonprofit focused on prevention and early detection of breast and ovarian cancer in young women. I was hired to do the copywriting for the project.

The Assess Your Risk tool asks a series of questions about personal health history and helps women formulate a proactive care and prevention plan based on their likelihood of risk. I'm very proud to have been a part of this project.

Scotts Gro - App Copywriting

I was hired to provide copywriting support by the folks at Context Digital, a digital agency based in Columbus, Ohio, as a copywriter on an app they were developing for the ScottsMiracle-Gro Company, Gro. I contributed to the Plants, Pests, Lawn and Weeds libraries. The connected-yard and smart-garden app serves location-based gardening ideas, informed by local weather and seasonal data.

Livestrong.org - Content Strategy

I was hired by the director of digital & technology to examine the existing content of Livestrong.org and create a new content structure that better showcased the resources and support available for cancer patients, survivors, and their loved ones.

The content structure informed the underlying logic for the We Can Help section Discovery Selector created by Livestrong's UX designer. I also helped them organize thematic content into Comprehensive Guides.

ooluroo Marketing Site - Copywriting

Domani Studios created the B-to-B marketing site for ooluroo, a connected device marrying contextual wayfinding and targeted ads for venues such as sports arenas and shopping malls, and hired me to do the copywriting for the project. I worked with the executive producer at Domani to conduct several interviews with the client to obtain the information needed to accurately portray the product.

Capital One Home Loans Site - Copywriting

This was a bit of an unusual engagement. I came to work on the Capital One Home Loans web and application redesign project through projekt202, an Austin-based agency that specializes in experience-driven application development. During that time, the Capital One Home Loans team lost their staff copywriter, so the client asked I if I could step into that role as a temporary replacement.

Over six months, I worked remotely directly with the Capital One Home Loans relaunch team to draft and edit all copy for the newly updated Home Loans site, including their online mortgage loan application. I also drafted a Home Loans Web Copy Style Guide and created an editorial calendar for the team based on personas and traffic goals.

Springbox Move Campaign - Copywriting

I work fairly regularly doing copywriting and SEO work for Springbox Digital Partners, an Austin-based digital agency. After 10 years on Congress Street, Springbox outgrew their original office and moved to a new, bigger space just 1000 feet west.

Springbox wanted to announce the move and invite their clients and partners to celebrate their growth. I wrote the copy for their move campaign's site, email blast, and party invite.

Momentum Fuel Technologies - Copy & Content Strategy

I often do copywriting for projekt202, an Austin-based firm that specializes in experience-driven application development. projekt202 was tasked with creating a marketing web site for Momentum Fuel Technologies, a Compressed Natural Gas fuel system solution backed by Rush Enterprises, the largest commercial vehicle dealership network in the U.S. Architecting and executing the site required a surgical strike. We completed everything in less than a month -- from site conception to QA to launch.

I served as content strategist and copywriter, working with a small team that consisted of a product manager, designer, and developer. We worked very closely with the client to deliver a site with a strong brand story and visual identity, and they were quite pleased with the result.

Unilever/Dr. Oz Campaign - Content Marketing

As part of a yearlong sponsorship package, Unilever sponsored content package titled "Your Ultimate Guide to Good Fats" centered around a sponsorship of I Can't Believe It's Not Butter! The package includes a mix of editorial articles published by Dr. Oz The Good Life Magazine as well as sponsored content pieces centered around foods rich in monounsaturated fatty acids.

For this campaign, I wrote both the strictly editorial articles as well as the content marketing/sponsored advertorial copy.

Smile Brands - Corporate Copywriting

I work with the director of communications for Smile Brands, Inc., a support-services provider for general and multi-specialty dentistry groups nationwide, to write interviews, profiles, news pieces, and more for the brand's internal publications.

Aardvark Straws - Content Strategy & Copy

This was a project done with Five Two SQ, an Austin-based integrated public relations agency, to update the look and content for eco-friendly paper straw company, Aardvark. The company wanted a website that better reflected the premium quality of their products while conveying their brand message in a stronger way.

I developed the content strategy for the new site -- from site structure to content categories to navigation -- and wrote all the copy that appears on it.

Upland Software - Impact 2015 Conference Site - Copywriting

Austin-based digital agency Springbox was tasked with revitalizing the site for Upland Software's biggest yearly conference, Impact 2015. I was brought on as a copy writer and worked with a cross-functional team to deliver several content concepts to the client and execute copy for the one they chose.

Everyday Food with Sarah Carey - Newsletters - Copywriting

I was brought on to the Martha Stewart Living Omnimedia team to manage a new daily video recipe newsletter being launched for their Everyday Food title. I created a workflow, from filming to publishing; managed the production process; and wrote all newsletter copy, as well as all signup modules and banner ads for the project.

Everyday Food Windows 8 App - Content

I worked with a cross-functional team to adapt the function and interface of the Everyday Food iPhone app to a Windows 8 app concurrent with the debut of the new platform. I served as editorial lead for this project, determining categories and labels for the app, handpicking recipes for inclusion, and writing store and promo copy.

Everyday Food - Social Media

A major part of my job at Martha Stewart's Everyday Food was to grow subscribership for a new daily video newsletter we created. This first example shows a simple Facebook promo we posted that resulted in 761 shares from the Everyday Food Facebook page, 582 shares from the Martha Stewart Facebook page, and 83 from the Emeril page. This promo brought us over 4815 new subscribers in two days, whereas the average two-day subscriber number was closer to 500 to 700.

he pavlova post is an example of a new strategy I introduced: using interesting food trivia and culinary facts to bring fresh traffic to archived recipes and older content of the site.

Girl Scouts of the USA - Recipe Database Development

Girl Scouts of the USA approached me to help them come up with sensible and scalable system of recipe categorization. They had a random collection of recipes taken from their leadership journey books. Each had its own format and style. I created recipe categories, around which they built their newly created recipe database and identified opportunities for cross-referencing. I also standardized the style and format of all of their recipes.

It's hard to give just one of my projects the Most Fun award, but this one ranks up there. I researched and wrote up descriptions for seven National Parks as well as the most interesting and iconic wildlife that can be found in each, to add to the Girl Scouts of the USA's Spotlight on Wildlife U.S. National Parks Map.

MSN's Appetite for Life, Season 5 - Content Development

Appetite for Life is an original MSN video series hosted by chef, TV personality, and author Andrew Zimmern. I wrote this series of articles to accompany each episode in season 5, DIY Kitchen, in which Zimmern meets with innovative chefs, foragers, and makers around Minneapolis.

Starbucks/Hearst Digital Holiday 2013 - White Label Content

Starbucks sponsored an integrated ad campaign with Hearst Digital Media for the 2013 holiday season titled The Happy Holiday Handbook. The campaign centered around a "getting ready for the holidays" theme, featuring Hearst-branded editorial content -- from Good Housekeeping, Elle Decor, House Beautiful, and the like -- as well as sponsored articles from Starbucks.

I wrote the custom sponsored articles for the campaign, each of which seamlessly incorporated timely promotions from the retailer in the copy. The campaign and individual articles were heavily promoted on and shared through social media networks.

Delish.com Mobile Site - Content Strategy

I was the editorial lead for the development of Delish.com's mobile site. I worked with the tech and UX teams to determine the categories we'd emphasize and those we'd collapse, as well as the navigation labeling.

MSN's Appetite for Life, Season 5, Miami - Content Development

Appetite for Life is an original MSN video series hosted by chef, TV personality, and author Andrew Zimmern. I wrote this series of articles to accompany each episode in the second half of season 5 in which Zimmern meets with innovative chefs, foragers, and makers around Miami.